Module BUSI49U15: SERVICES MARKETING

Department: Business School (Business)

BUSI49U15: SERVICES MARKETING

Prerequisites

• None

Corequisites

• None

Excluded Combination of Modules

• None

Aims

• To provide students with a in-depth understanding of the key issues in the specialist marketing of services;
• To explain and utilize the service marketing mix to develop advanced strategy for service organizations;
• To provide a set of analytical frameworks, concepts and tools for critical thinking about service and service related activities

Content

• Understanding Service Products, Consumers, and Markets
• Applying the 4Ps of Marketing to Services
• Managing the Customer Interface
• Implementing Profitable Service Strategies

Learning Outcomes

• By the end of the module students will have an advanced knowledge and understanding of:
• the ways in which services differ and how they can be classified
• the critical importance of service activities in the modern world economy
• the complexity of how consumers purchase and evaluate services
• the ways in which learned knowledge can be applied to organisations within the services sector

• By the end of the module students will be able to:
• critically analyse the unique elements of services marketing vs. product marketing
• critically analyse the various dimensions of a service offer and key issues regarding customer evaluation of services
• identify and manage complex customer service experiences, expectations, perceptions and outcomes
• identify and prioritise key areas for advanced service design development
• implement profitable advanced service strategies

• effective written communication skills
• planning, organising and time management skills
• problem solving and analytical skills
• the ability to use initiative
• advanced computer literacy skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
• The summative assessment is in two parts: an examination to test students’ acquisition of subject specific knowledge and understanding, and a group project based on the analysis of two case studies to test students’ ability to apply relevant knowledge and skills.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

Seminar exercises will be used to give students an opportunity to explore, discuss, critique and apply the key decisions in practice. The main aim of the formative assessment is to begin to understand the application of the material, to consolidate your knowledge and further develop relevant skills for academic work. Participation in seminar elements provides an opportunity for formative feedback throughout the module.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University